Publicis Modem Sanofi Pasteur, "Voices of Meningitis" HEALTH/ PHARMACEUTICAL To promote awareness of meningitis, a bacterial infection that is potentially life threatening, Publicis Modem created an unbranded Web site featuring video testimonials of families that were somehow affected by the disease. The idea was to inspire parents to take action and have their children vaccinated. To drive traffic to the site, the campaign included Flash banners on key mom sites, while rich media banners showcased the testimonials. Pre-roll ads were placed …

Hill Holliday Novartis, "1in3People.com" HEALTH/ PHARMACEUTICAL Hypertension, or high blood pressue, is a common condition that poses a serious challenge to medical professionals because it has no symptoms. To raise awareness about hypertension, Hill Holiday created the "1 in 3 People" campaign, whose aim was to drive people to the microsite, 1in3people.com. The campaign was introduced with a film in three different lengths (60, 70 and 90 seconds) …

Digitas Health MedImmune/FluMist, "Good to Share" HEALTH/ PHARMACEUTICAL In response to the 2009 flu pandemic, which was causing kids across the country to stop sharing for fear of catching the flu, FluMist launched an unbranded campaign called "Good to Share." The goal was to educate consumers about flu prevention in order to make sharing "good" again. The campaign included the "Good to Share" Web site, as …

UM Sony Pictures Entertainment, "2012" ENTERTAINMENT: MOVIES The film might have been a predictable drivel-fest, but 2012's media takeover was an impressive show that got movie-goers on their way to theaters before they thought to check Metacritic. On October 1, 2009, UM orchestrated the alignment of television's stars, as they reworked ad breaks across 310 outlets to deliver a two-minute teaser trailer that reached 90 percent of audiences watching ad-supported TV. Site traffic increased 278 percent, 26 percent of moviegoers cited the "integrated …

MEC Paramount Pictures, "Paranormal Activity" ENTERTAINMENT: MOVIES Arguably last year's most frightening film (and maybe the cheapest - the U.S. rights cost a measly $350,000), Paramount Pictures teamed with MEC, who both knew Paranormal Activity was a film worth talking about. After an initial release in 13 markets, MEC used Eventful.com's "Demand It" program, telling users that if the film reached one million "demands" it would open nationwide. It took only four days. The film was a trending topic on Twitter for over …

Initiative Lionsgate, "Kick-Ass" ENTERTAINMENT: MOVIES In much the same way the Kick-Ass film showcased an onslaught of ceaseless ultra-violence, Initiative's campaign hit viewers in all kinds of online arenas: partnering with Pandora to create custom radio stations aligned with each of the films characters; sponsoring VEVO's Lady Gaga/Beyonce "Telephone" music video premiere (dubbed "The Most Important Video of 2010"); using Demand It to have campuses vote to win a free screening of …

Pereira & O'Dell CytoSport, "Muscle Milk's Shaquille O'Neal AR Experience" NON-ALCOHOLIC BEVERAGE Family-owned CytoSport used Shaquille O'Neal's start with the Cleveland Cavaliers to boost regional sales and national awareness for its Muscle Milk protein-enhanced beverage brand. In partnership with the sports star, a limited-edition bottle, available only in Ohio, bore a marker that purchasers could use to go online and experience augmented-reality animations featuring O'Neal talking about iconic Cleveland experiences, plus a sweeps entry code (prizes included an oil …

MTV Networks Digital Coke Zero, "The Colbert Nation Interview Simulator" NON-ALCOHOLIC BEVERAGE To increase target-audience awareness, reinforce a "Real Coke Taste, Zero Calories" brand message and drive CokeZero.com traffic, the brand created an app enabling users to insert themselves into an online interview with Stephen Colbert. Videos could be shared via Facebook, Twitter,7 MySpace and email. Fans …

Huge PepsiCo, "Pepsi Refresh Project" NON-ALCOHOLIC BEVERAGE Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs …

MLB Advanced Media LP Captain Morgan, "The First Pitch" ALCOHOLIC BEVERAGE Via a Major League Baseball partnership, "The Captain" brand character threw out the ceremonial first pitches at ballparks around the country, providing a platform for integrating the brand into fans' at-game and extended online experiences. A branded area on MLB.com let fans track the Captain's activities via an interactive U.S. map, view videos of his antics and post/share photos of themselves taken with the …